From the ‘hero image’ alone – the picture of the item used in search results and the main image on its product page – it’s not immediately clear what the product is. “You can’t read the brand, you can’t read the format, you can’t read the size,” he explains. “The contrast is so bad, you can’t read anything. And I’m on a desktop.”

It’s not a one-off. The websites of all the major supermarkets are littered with duds like this – with examples ranging from challengers to multinationals. And the unreadable hero images, as well as lacklustre product descriptions, poor discoverability and general lack of supplier attention, are losing valuable sales.